Milano, Highlands among SE Asia’s largest coffee chains: report

The Southeast Asian modern tea and coffee market reached US$9.9 billion in 2025, up 52 percent from $6.5 billion in 2021, with 11 brands surpassing 1,000 outlets, most of them originating from within the region, the report said.

Vietnam ranked third in the region by coffee chain market value at about $725 million, while recording growth of 27 percent, reflecting rapid store expansion and a rising consumer willingness to pay for branded beverages.

As of February 2026, seven coffee chains in Southeast Asia had more than 1,000 outlets, led by Café Amazon and Starbucks with over 4,400 and 2,000 stores respectively.

Vietnam’s Milano Coffee reported more than 2,500 outlets and the Philippines' Highlands Coffee 928 stores by end-2025, primarily in the domestic market.

Momentum Works said competition in the sector is increasingly driven by operational capabilities, including supply chains, store processes, and digital infrastructure, rather than product or brand alone.

Highlands Coffee, founded in 1999 and majority-owned by Philippines-based Jollibee Foods Corporation, is considering an initial public offering in Vietnam to raise between $300 million and $400 million.

Milano Coffee, founded in 2011 by entrepreneur Le Minh Cuong, has expanded through a low-cost franchise model.